Expert Columnists - Ellen Fruchtman - Marketing Intelligence
Ellen FruchtmanEllen Fruchtman is founder and president of Fruchtman Marketing, a full-service agency and a member of the American Gem Society headquartered in Toledo, Ohio, representing U.S. independent jewelers, jewelry manufacturers and trade organizations. You can e-mail her at ellen@fruchtman.com.... Forget the headlines: Try common-sense marketingThe ups and downs of the latest news will only confuse, so let common sense dictate your marketing strategy, marketing expert Ellen Fruchtman says. More Jewelers, are you serious enough about bridal?With bridal shaping up as the only game in town for jewelers these days, are you serious about selling your store as a destination for marriage-minded consumers? Marketing expert Ellen Fruchtman explains how to get down to business on bridal. More In business, the devil's in the detailsAfter planning--and having a blast--at her daughter’s wedding, marketing expert Ellen Fruchtman thought jewelers could benefit from tips on how to throw a really good party. More Got something to hide, jewelers? Then, show pricesI am shocked. "Americans simply don't like shopping in jewelry stores." That was, essentially, the conclusion of the latest research conducted by the Diamond Promotion Service (DPS) and presented by DPS Director Claudia Rose at the Women's Jewelry Association's "Women In The Know Conference" this past March. More Economy stinks, but your marketing doesn't need toThe lackluster economy has given rise to a new wave of excuses and, I might add, some pretty bad marketing decisions. Here are nine strategies to consider as this year unfolds. More Jewelers: Do you know what your position is?If there was ever a time for organized strategic thinking, it's now. And that organization begins with positioning. More The Big Idea: It's out thereBehind the scenes in our humble offices in Ohio, a group of 14 individuals recently made a commitment to developing "The Big Idea." More An 11-step program for jewelers in a rutIt's 2009, and it's time for a clean slate, starting with some serious strategic planning, projections and budgeting. Here is Fruchtman Marketing's 11-Step Program, which, if properly executed, can break several bad habits. More Are you ready for the holiday marketing race?Chances are great that by now you have set up your media, creative and holiday events. But, have you paid attention to the details? More I'm Ellen Fruchtman and I've approved this messageBy now, most of you are probably already sick of the political propaganda surrounding the upcoming elections. But, if your store resides in the key political battle states, get ready for a battle of your own: The Battle for Broadcast Airtime. More |
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